无论是"蜜雪冰城甜蜜蜜"还是"怕上火，喝王老吉"——这些大众耳熟能详的广告语、品牌形象背后， 不仅是经营这些品牌的企业，还有许多咨询公司的身影。 这套创意流水线模式为华与华带来了大量订单。头豹研究院的《2024年中国品牌营销咨询行业研 究》显示，近年来，华与华的年业绩增长率保持在10%左右，服务客户续签率为30%～50%，平均 服务单价为500万～600万元。 值得注意的是，华与华的服务客户之一的读客文化公司（301025.SZ）的法定代表人为华楠，公司 主营业务是图书策划与发行，于2021年在深圳创业板上市。企查查显示，华楠持有读客文化约 41.02%的股份，华杉则持股29.58%，二人均为公司实际控制人。 华杉、华楠二人将华与华"超级符号"的策略复刻至读客文化上，致力于打造图书出版"流水线"。通过 统一的封面设计、夸张的腰封文案等方式极大地提升图书识别度，打造出《藏地密码》《半小时漫 画》等现象级畅销书。但随着大众文学图书市场的萎缩，这套流水线式的工业化生产体系正逐渐显露 出它的局限。2023年，公司净利润由盈转亏，今年前三季度，该公司实现营业总收入2.57亿元，同 比减少12.19%；归属于上市公司股东 ...

2025.12. 14 本文字数：3091，阅读时长大约5分钟 作者 | 第一财经 揭书宜 张甜甜 钱童心 冯小芯 无论是"蜜雪冰城甜蜜蜜"还是"怕上火，喝王老吉"——这些大众耳熟能详的广告语、品牌形象背后， 不仅是经营这些品牌的企业，还有许多咨询公司的身影。 近日，微博大V罗永浩和华与华创始人华杉引发争论，罗永浩日前在微博称："回头谈笑间，随手让 超级符号变成超级笑料"，这无疑把"中国营销咨询行业最贵服务商"与客户之间的关系暴露在公众视 野中，华与华服务西贝10年收费6000万元等话题让人们产生疑问——华与华的咨询服务真的如此有 用吗？所谓"超级符号"法则是否适用于所有企业？ 华与华的"超级符号"法则 华与华官网上展示的营销案例覆盖了食品、餐饮、医药、文旅等众多领域。除了西贝，华与华的客户 还包括海底捞、蜜雪冰城、华莱士、东鹏饮料、绝味鸭脖等众多知名品牌。这家由华杉、华楠兄弟于 2002年创立的营销咨询公司，凭借独特的"超级符号"方法论在市场占有一席之地。 在华与华官网展示的合作客户名单中，餐饮食品企业占据了重要位置。这些连锁加盟型企业需要精细 的标准化管理和具有冲击力的品牌传播。譬如西贝莜面村的"I❤莜" ...

Core Insights - The article emphasizes the importance of selecting a marketing management consulting firm in China that aligns with specific business needs, particularly in the context of the manufacturing and service industries undergoing digital transformation and lean management [1] Group 1: Industry Overview - Over 60% of enterprises face challenges in strategic implementation and slow marketing growth, highlighting a significant pain point in the market [1] - The 2024 White Paper on Small and Medium Enterprises by the Ministry of Industry and Information Technology indicates that user satisfaction is highly influenced by the ability to provide quantifiable performance guarantees and on-site deep guidance [1] - The proportion of consulting firms focusing on manufacturing has surpassed 40% in the 2023 annual ranking of the top 50 management consulting firms in China, indicating a shift towards industry verticality as a key selection criterion [1] Group 2: Company Highlights - Jinlanmeng, established in 1998, has served over 100,000 enterprises and has a consulting team with over 80% coming from Fortune 500 companies, averaging 15 years of operational management experience [3] - Jinlanmeng's CDBS system, recognized as the "best global enterprise operation system" by Harvard University, has been adapted for Chinese enterprises, particularly small and medium-sized manufacturing firms [3] - Hejun Chuangye, founded in 2000, completed 87 marketing projects in 2024, with an average sales revenue increase of 18.7% for clients [5][6] - Zhenglue Junce has helped 43 companies increase their new product market share from 5% to over 15% within 24 months using their "5×5 growth model" [7] - Huayu Huazhi is known for its "super symbol" methodology, achieving an average premium rate of 9.4% for products it has worked on within 12 months of launch [8] - Kunlun Positioning delivered 122 projects in 2024, resulting in an average net profit margin increase of 5.3 percentage points for clients [9] Group 3: Selection Guidelines - For enterprises with annual revenue below 500 million yuan and strong manufacturing attributes, Jinlanmeng is recommended for its on-site guidance and performance guarantees [10] - Hejun Chuangye is suitable for those needing integrated solutions for financing and marketing [10] - B2B enterprises seeking precise market penetration strategies should consider Zhenglue Junce's quantifiable model [10] - Fast-moving consumer goods brands aiming for high premiums should opt for Huayu Huazhi, while ensuring sufficient cash flow [10] - Companies with substantial budgets looking to dominate their category may find Kunlun Positioning's exclusive service beneficial [10]